A TRULY IMPORTANT AND EXCITING
YEAR IN PROSPECT
It has been almost four months since I joined Gulf to take on the Global Brand & Marketing Role and, during this time, one thing has struck me more than anything else – namely what a unique brand lies behind our famous Orange Disc logo.
Gulf is not just an oil brand but something truly special among brands. The passion it inspires is extraordinary – quite unlike anything I have experienced before. As well, of course, as our core business of selling lubricants and retailing fuel, Gulf is a lifestyle brand and people have a genuine affection for it – what other lubricant brand inspires people like Gulf?
It is my mission to convert that passion into activating our marketing platform in a greater and more effective manner than has yet happened, in order to drive increased sales, deepen customer engagement, gain greater market share, improve profits and further enhance our brand equity.
To that end, I am very excited to share news of our new multi-year global partnership with Aprilia Racing, a move that propels Gulf into the world of MotoGP, the pinnacle of motorcycling racing.
Aprilia itself is a name enriched in success; the Italian manufacturer is tantalisingly close to notching up 300 motorcycle victories and has numerous world titles to its name, which, considering its international racing chapter began in 1976, is a phenomenal feat.
The transition from World Superbikes to MotoGP, combined with Aprilia Racing’s prestige in the two-wheeled arena, demonstrates Gulf’s ambition to maximise our brand potential and become a household name in the world of motorcycling.
Aprilia and Gulf have enjoyed a long-standing relationship; last season, we backed the Milwaukee-Aprilia team in World Superbikes. We are now, however, linked as never before with the Piaggio Group, Aprilia’s parent organisation.
The group, of course, also includes the Piaggio brand itself, as well as the famous Moto Guzzi name and the legendary Vespa Scooter marque.
While a well-known name in motorcycle racing, Aprilia has only recently returned to the top-flight. Aprilia Racing is still developing its bikes to progress towards the very front of the grid; however, make no mistake, the team is extremely serious about progressing, challenging for podiums and wins, and should prove to be a great partner.
Our global partnerships with the likes of Manchester United, of course, remain at the heart of our marketing activities. We have not forgotten our legendary heritage, and we will be back at Le Mans again in 2019, with Gulf Racing, as the team works harder than ever to pursue its place in Gulf’s history of success in Endurance Sportscar Racing.
In 2018, we launched another multi-year partnership, with global watch brand, TAG Heuer, and we renewed our more regionally-centric partnership ties with Chennai Super Kings in cricket and Highlanders Rugby.
In addition, our partnership with the fantastic ROFGO Organisation is now official and that will bring with it, in 2019 and beyond, some truly exciting opportunities for Gulf businesses.
Gulf Oil International Marketing and its team remain here to support your growth journey, and the Global Marketing team looks forward to working with you to deliver creativity, cohesion and dynamism, as Gulf looks to take the brand to the next level.
I look forward to working with many of you in the future and wish you all a happy, healthy New Year.